This article offers subsidy for understanding the contemporary cultural production and the social relationship of adults and children with the media. The theoretic- methodological ground of this research is based on Mikhail Bakhtin's theory, especially the dialogic and authoritative relationship of the adult with the child, besides having the play as the base of the analysis, fundamental aspect of the language in the interaction of the child with the television. The proposal is to offer subsidy for educational projects turned to the formation of critical readers of the mass media communication, mainly with regards to the television programs aimed to the infant public.